The carbonyl-directed C3-H activation and alkylation of 2-aroylbenzo[b]furans with acrylates occurs selectively either in a linear or branched fashion, depending on the catalyst employed; [Ru(p-cymene)Cl-2](2) or Ru(PPh3)(3)Cl-2, respectively. Two alternate pathways-funded upon the differences in steric and electronic preferences of these two complexes-is proposed for the selectivity of linear versus branched products.